ASSIGNMENT 11.1BRAND

COMMUNICATIONTRUNG HIEU – KIM HA – HONG NGOC

BRAND BIG IDEA

1.

BRAND BIG IDEA ISan attractive expression of the needs & wants a brandbest serves that simultaneously conveys the brand’sultimate purpose or commitment

ATTRACTIVE EXPRESSION NEEDS & WANTS BRAND BEST SERVES SIMULTANEOUSLY CONVEYS

ULTIMATE PURPOSE OR COMMITMENT

Words that go beyond theliteral, that typically carryappropriate double &triple meanings orconnotations

Not merely functionalproblems that the brand’sperformance solves, butalso those deeper-seated desiresthataccompany them

The most meaningfuldifferentiation—aimed atthe brand’s intendedtarget

That by its word-structureeither explicitly orimplicitly indicates…

The brand’s most valuedsense of purpose; what it,more than any otherbrand like it, is andalways has beencommitted to

“ WHY IMPORTANT?Brand big idea is an executing direction, which isdriven by brand positioning that helps brand stayconsistent

WATCH OUT

Brand Big Idea and Brand Essence are notthe same because Brand Essence is the coreof brand big idea.

“With Land Rover, you can get off the beaten track anywhere in theworld”

“Where families share the magic”

“ A SUCCESSFUL BRAND BIG IDEA-Strong enough to bring brandcloser to its vision-Sustainable-Profitable

-Able to deliver benefits toconsumers-Able to build business

BRANDBIG IDEA

BRANDESSENCE

BRAND COMMUNICATION IDEA

2.

BRAND COMMUNICATION IDEABrand Communication idea is a strategic concept based on brand bigidea, translating brand’s story into consumer’s language

“ WHY IMPORTANT?- It’s reflection of brand strategy in consumer way- A hook for agency to create

campaign/advertising idea- Avoid being attacked by competitors and create

competitive advantage in consumer’s mind

A SUCCESSFUL COMMUNICATION IDEA- Long-lasting- What brand promises and what consumers

perceive is consistent- Reach target audiences- Differentiate one brand and others- Help brand gain profit

DOs DON’Ts

- Clarify target audiences and their insight

- Single – minded with brand idea

- Find out uniqueness in brand idea

- Choose only ONE story to tell to consumers

- Define key words which brand wants to own in consumer’s mind

- Combine too many ideas- Brand stories are

incoherent- Too far from brand idea

and brand strategy- Not deliver brand’s value

WHEN CREATING A COMMUNICATION IDEA

Communications is crafting the messagesbrand would like to be received, and sendingthem out both to priority internal and externalaudiences.

BRAND CONSUMERSending message

open happiness!

Dirt is good

ADVERTISING IDEA

3.

ADVERTISINGWHAT IS ADVERTISING?

Advertising refers to the marketing communicationthat businesses use to persuade, encourage ormanipulate audiences to get them to take some sortof action – which will make a purchase or followsome other dictate of consumer behavior.Commercial advertisers use "branding," orassociating an image or name with specificqualities in the consciousness of the consumer, whileaffective advertisers attempt to get people to feel acertain way or believe a certain line.

“

Campaign/Advertising Big Idea is the single mindedcreative idea that plays out in all executions overall onPR, digital, social, TVC at a specific time/ context.Advertising idea is conducted based on BrandCommunication idea

Can be defined as:1. An attention-getting and catalytically relevantrepresentation of the brand position2. Generated in a form that is detailed enough to beexecuted and tested3. And (necessary in most cases) amenable to multipleexecutions.

AN ADVERTISING BIG IDEA is

“ WHY IMPORTANT?The advertising agency has to create anactual advertising campaign – that is,find a way of effectively communicating thebrand position. The most effective wayrequires finding a winning creative idea.

Planning Briefing Brainstorming Testing

EvaluationSubmitting ideas

Choosing Channels

ADVERTISING IDEA PROCESS

SUMMARY4.

BRANDBIG IDEA

BRANDCOMMUNICATION

IDEA

Advertising idea 1

Advertising idea 2

Advertising idea 3

Advertising idea 4

an attractive expression of the needs & wants a brandbest serves that simultaneously conveys the brand’sultimate purpose or commitment

Brand Communication idea is a strategic concept based on brandbig idea, translating brand’s story into consumer’s language

Campaign/Advertising Big Idea is the singleminded creative idea that plays out in allexecutions overall on PR, digital, social, TVC at aspecific time/ context. Advertising idea isconducted based on Brand Communicationidea

CASE STUDY5.

BRAND POSITIONING STATEMENT

PROVIDE WHAT NEED

TO WHOM DIFFERENTIATE BY RTBs

A catalyst to escalade thefeeling of achieving

-Urban, 20 – 30 years old-Male dominanta

They are:-Achievement – oriented-Adventurous, free-High self-esteem-Social-Hanging out with guys

Audacious breakthroughfeeling

Aroma made with ColdSuspension process

For millennials who are curious to know the unknown side of contemporary Asia, Tigerbeer is the premium Asian beer to make them become boldly Asian who accept newchallenge and overcome cultural barriers

BRAND BIG IDEA

BRAND COMMUNICATION IDEA

ADVERTISING/CAMPAIGN IDEA

IGNITE THE TIGER INSIDE

DON’T LIVE IN THE CAGE

TIGER UNCAGE

ADVERTISING/CAMPAIGN IDEA

TIGER UNCAGE

CONTEXTAsian beer since 1932

Strong, bold, manly

Tiger Beer refreshes its brandby focusing on millennials(1980 – 1990)

TARGET CUSTOMERS-Urban, 20 – 30 years old-Male dominanta

They are:-Achievement – oriented-Adventurous, free-High self-esteem-Social-Hanging out with guys

CONSUMER INSIGHTWe always live in our “cell”, trying to live up to our familyexpectations and the cultures where we were born.

ADVERTISING/CAMPAIGN IDEA

TIGER UNCAGEPHASE 1 PHASE 2 PHASE 3

Key hook: TVC3 different TVCs as 3 different characters talking about how they burst out of their cell and succeeded.

Key hook: EventIn Vietnam, Tiger Remix 2015 isa chance for people to blend insomething new they haven’ttried before.

Key hook: Digital marketingAmplify the campaign withfanpage seeding. Content is allabout getting out of comfortzone, burst out of your own cell.

ASSIGNMENT 11.1THANK YOU

TRUNG HIEU – KIM HA – HONG NGOC